Marketing risks can reap rewards to business
Good marketing can take an innovative product to the next level, but often the most memorable marketing campaigns are ones that also come with the most risk.
When planning a new launch or rollout, some of Atlanta’s best marketers take careful steps to weigh the risks — and benefits — associated with their marketing strategies to ensure they are sending the right message to their targeted audience.
“With any piece of marketing, you run the risk of a low return on your investment, or a campaign that just flops; you also run the opportunity of big rewards, bringing on new awareness and new clients. With a unique and creatively strong marketing campaign, those opportunities polarize into larger successes and losses,” said Karen Robinson, executive vice president who oversees marketing for Norcross-based NanoLumens, a 2012 Marketing Award For Excellence (MAX) Awards finalist. “That being said, without even a little risk, there are hardly any rewards. If you’re doing the same thing that everyone else is, you look just like everyone else and lose engagement with your potential client.”
NanoLumens creates large-format indoor LED displays aimed at transforming retail, corporate and public spaces. Its product line features fixed LED displays that can be created in any shape, size or curvature, whether a flat display in its NanoSlim, a curved display in its NanoCurve, or even a full cylinder or column wrap with the NanoWrap displays.
In order to market its one-of-a-kind product, NanoLumens educates audio-visual consultants, integrators and rental companies. It also works to raise awareness about its product through social media and blogger engagement.
